Director Jeffery Plansker takes a cinematic approach to focusing in tight on the Hummer machismo, and its phenomenal suspension, as it majestically overrides a boulder-strewn terrain. At the factory the Hummer is assembled by robots against a synced soundtrack of birdsong.
The director and editor chose to do one spot, 'Capabilities', the old-school way, by physically cutting positive print to achieve a super raw look. The Mill's telecine artist Fergus McCall helped push this look with a unique grade. Angus Kneale, creative director at The Mill, was responsible for cleaning-up, compositing and titling all 10 commercials.